This document outlines Chick-fil-A's social media strategy. It includes an audit of current social media performance and objectives to increase followers and engagement. The strategy identifies Facebook, Twitter, Instagram as most effective and aims to boost posts, partner with influencers, and monitor for brand mentions. Key dates, roles and response plans are defined. Reporting will measure increases in social channels and website traffic along with positive customer sentiment. The future plans to leverage more live video and influencer marketing on top platforms like Facebook, Instagram and the new Snapchat account.

1. CHICK-FIL-A
Social Media Strategy
Madison Hamilton
PUR 3622

2. TABLE OF CONTENTS
➤ Executive Summary
➤ Social Media Audit
➤ Social Media Assessment
➤ Website Traffic Sources Assessment
➤ Audience Demographic Assessment
➤ Competitor Assessment
➤ Social Media Objectives
➤ Online Brand Persona and Voice
➤ Strategies and Tools
➤ Key Dates and Timing
➤ Social Media Roles and Responsibilities
➤ Social Media Policy
➤ Critical Response Plans
➤ Measurement and Reporting Results
➤ Social Network Data
➤ Website Traffic Data
➤ Results and Future Actions

3. EXECUTIVE SUMMARY
➤ We already have some effective social media channels but they can always be
improved
➤ Some channels are working better than others so we need to determine
which can be improves and which need to be closed
➤ We also need to evaluate new social media channels and which are worth
our investment of time and energy
➤ Our social media channels are also a great forum for customer service, so we
need to evaluate how we are interacting with them and how we can improve.
➤ Our company is one that provides healthier fast-food and is a family-friendly
environment so we need to spread that message about our brand on our social
media channels.

4. SOCIAL MEDIA AUDIT
➤ Social Media Assessment
➤ Website Traffic Sources Assessment
➤ Audience Demographics Assessment
➤ Competitor Assessment

5. Social Media Assessment
Social Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Facebook
https://
www.facebook.com/
ChickfilA/
7,654,532
4 posts per
week
0.019%
Twitter
https://twitter.com/
ChickfilA
796K
5 posts per
week
0.25%
Instagram
https://
www.instagram.com/
chickfila/
637K
2 posts per
week
12.5%
Snapchat N/A N/A N/A N/A
Pinterest
https://
www.pinterest.com/
ChickfilA/
5,953 No Content N/A
Close Pinterest account due to lack of use and start a Snapchat
account.

6. Website Traffic Sources Assessment
Timeframe monthly average July 2016 - Dec 2016
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 12,000 8% 3%
Twitter 9,000 7% 5%
Instagram 15,000 10% 7%
Snapchat N/A N/A N/A
Pinterest <1,000 2% <1%

7. Audience Demographic Assessment
Survey given at the bottom of receipt with coupon upon completion (July-Aug 2016)
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need
Secondary
Need
18-24
46%
F -55% Instagram Snapchat Quick Food Better options
25-35
24%
M - 51% Facebook Instagram Healthier Food
Customer
Service
36-50
19%
F - 62% Facebook Twitter
51-64
8%
F - 57% Facebook
65+
3%
M - 61% Facebook

8. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weakness
McDonald’s Facebook
Good use of new product ad
in cover image. Link to other
social networks (snpacode)
No hashtags. No link to
outside sources
Wendy’s Facebook
Easily identifiable brand.
Sharing links to outside
sources talking about brand
A lot of reply comments
were repeated and felt
inauthentic
Panera Bread Instagram
High-quality images
but still feel very
human
Lack of hastags.
Difficult to comment
back with customers
Burger King Twitter
Good mix of text posts
and images.Very clear
priorities
No pinned posts

9. SOCIAL MEDIA OBJECTIVES
➤ In 2017, our overall business goals will be to increase our presence on our current social
media channels that are effective to drive customers to our website and into our restaurants.
➤ Social Media Objectives to Support Business Goals
➤ KPIs
➤ Quantitative
➤ Increase number of followers (15%)
➤ Increase number of likes/retweets (20%)
➤ Increase number of mentions (15%)
➤ Qualitative
➤ Interactions with customers across social media networks
➤ Key Supporting Messages
➤ Friendly, customer service
➤ Quick, healthy food
➤ Family Friendly

10. ONLINE BRAND PERSONA AND VOICE
➤ Adjectives that describe our brand
➤ Friendly
➤ Family-oriented
➤ Examples of Brand Voice in Social Media Interactions
➤ Conservative Values
➤ Cows
➤ Southern

11. STRATEGIES AND TOOLS
➤ Strategies to Will Support Our Social Media Objectives
➤ Paid
➤ Boost Facebook posts regarding new products or specials during a certain time. Minimum reach of
100K
➤ e.g.Valentine’s Day
➤ Owned
➤ Look on twitter/instagram for influencers and reach out about doing a partnership with a coupon code
for a free order of fries
➤ Earned
➤ Monitor for key terms: chicken, chicken sandwich, fast-food, chick-fil-a,
➤ Tools
➤ Buffer
➤ Hootsuite

13. KEY DATES AND TIMING
➤ Key Dates
➤ Valentine’s Day
➤ Easter (Lent)
➤ First Day of Spring
➤ Chick-Fil-A College Football Kick-off (September)
➤ Internal Events
➤ Management Conference - March 15
➤ Reporting Dates
➤ Every 6 weeks (Jan 1, Feb 15,April 1, May 15,July 1)

14. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
➤ Social Media Director : [John Smith]
➤ Higher level planning
➤ Final approval - spending, large campaign choices
➤ Social Media Manager: [Sally Hayes]
➤ Day-to-day execution
➤ Manage Campaigns
➤ Social Media Coordinator: [Mary Jones]
➤ Publishing Content (all networks)
➤ Monitoring Engagement
➤ Responding to Questions

15. SOCIAL MEDIA POLICY
➤ Employees are allowed to associate themselves with the company when
posting, but they must clearly brand their posts as personal and purely their
own - the company should not be held liable for their content
➤ Disclaimer freeing the company from any intellectual investment in the post
➤ Dishonorable content such as racial, ethnic, sexual, religious, and physical
disability slurs are not tolerated.
➤ Personal (if you choose to affiliate yourself) or branded posts
➤ Employees may NOT disclose information that is financial, operational and
legal in nature, as well as any information that pertains to clients and
customers.

16. CRITICAL RESPONSE PLANS
➤ Scenario One: Inappropriate messaged posted on @ChickfilA account
➤ Action Steps once message is detected
➤ Take a screenshot
➤ Delete Tweet
➤ Alert Sally and Mary (Manager and Coordinator)
➤ Work with John (Director) to determine impact and develop response
➤ If media picks up message,John will communicate with media
➤ Sally will determine disciplinary response with approval from John
➤ Pre-Approved Messaging
➤ N/A - depend on situation

17. ➤ Scenario Two - Negative customer interaction at restaurant
➤ Action Steps - once customer posts about it
➤ Mary (coordinator) will notify Sally (manager) about situation
➤ Mary will have contact with customer in public forum via pre-approved response
➤ If negativity continues, Mary will ask to continue situation in private (DM, etc)
➤ If problem escalates, Mary will loop in Sally for assistance
➤ Pre-Approved Message
➤ We’re sorry to hear you were disappointed with your service today and hope we
can improve next time you visit us!
➤ We’re sorry about your food! Come back any time and we will be sure to fix that for
you!

18. MEASUREMENT AND REPORTING RESULTS
➤ Qualitative KPI’s
➤ Social Network Data
➤ Showing increases in our Social Media sites
➤ Website Traffic Data
➤ Qualitative (Sentiment Analysis)
➤ Customers are happier and are responding well to our actions on social
media
➤ Overall positive response to our posts (78% positive)

19. Social Network Data
Social Network URL Follower Count
Average Weekly
Activity
Average
Engagement Rate
Facebook
https://
www.facebook.com/
ChickfilA/
8,420,174
6 posts per
week
0.03%
Twitter
https://twitter.com/
ChickfilA
820K
8 posts per
week
0.35%
Instagram
https://
www.instagram.com/
chickfila/
747K
3 posts per
week
14%
Snapchat @chickfila 200K 2 posts per day 13%

20. Website Traffic Data
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 14,000 11% 5%
Twitter 11,000 9% 3%
Instagram 21,000 17% 12%
Snapchat 5,000 5% 15%

21. RESULTS AND FUTURE ACTIONS
➤ Showing 10-15% increase across our effective social media channels
➤ Facebook,Twitter, Instagram
➤ FUTURE: Utilize Facebook Live from different restaurants, Instagram stories
➤ Closing Pinterest Account
➤ No active content and not an effective social media forum for our brand
➤ Launching Snapchat Account
➤ Already showing great interest and promising results
➤ FUTURE: Invite an influencer to do a ‘take-over’ to increase brand awareness